42 Rules for Growing Enterprise Revenue. Go-to-Market by Lilia Shirman

By Lilia Shirman

Customer relevance is on the middle of any winning profit development procedure. 42 ideas for starting to be firm Revenue is for firms that are looking to topic extra to the enterprise consumers and markets that symbolize the best possibilities for development. those confirmed, cross-functional tasks enable enterprise leaders to spot and comprehend shoppers' context for purchases, and turn out their businesses' price in ways in which are correct inside that context. Shirman combines years of expertise taking company items to industry and interviews with enterprise leaders at Cisco, EMC, Adobe, VMware, Citrix, and others to distill actionable techniques for B2B owners to force sustainable purchaser relevance and profit development.

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Rick Jackson, CMO, VMware “The objective for enterprise solution vendors is to make big deals more repeatable and big accounts more loyal. This is an astute and practical guide to greater customer engagement, more valuable offerings, and go-to-market approaches that produce consistently bigger wins. ” Eugene Lee, CEO, Socialtext “Shirman presents incisive ideas about understanding markets, quantifying value, and constructing solutions and industry offerings that really matter in the customer’s universe.

Figure 4 illustrates a sample set of expansion strategies, targeting a shift to greater account penetration. For strategic accounts that see you as a best-of-breed vendor, a broader relationship as a trusted advisor is a good next-step objective. Core accounts may be ready for enterprise-wide agreements and deeper relationships with senior executives. Complement revenue goals with other quantitative and qualitative objectives. Include goals for relationships, referenceability, average deal size, or breadth of presence.

Contents Foreword Foreword by Jill Konrath Intro Part I Relevance Is a Corporate Initiative Rule 1 Rules Are Meant to Be Broken Rule 2 Relevance Is Multidimensional Rule 3 Your Organizational Structure Is Irrelevant Rule 4 Deposit Your Quarters in Sync Rule 5 Build Your Portfolio of Corporate Skills Rule 6 Quantum Theory Applies to Business Too Part II Pursue Markets Where You Matter Rule 7 Size Matters, and So Does Ability Rule 8 Markets Are Audiences and Needs Rule 9 Slice and Dice Your Market Rule 10 Know How Well They Know You Rule 11 Customers Are People, Not Segments Rule 12 Commit to Long Stays Abroad Rule 13 Mix with the Locals Part III Cultivate Customer Collaboration Rule 14 Relationships Happen Between Contract Renewals Rule 15 Hand the Pen to the Customer Rule 16 Stop Marketing, Start Collaborating Rule 17 Turn Your Pitch into a Conversation Rule 18 Ask Customers to Say “I Wish” Rule 19 Relevant References Are Farmed, Not Hunted Part IV Context Defines Relevance and Value Rule 20 Think Bottled Water, in a Desert Rule 21 Know What It’s For Rule 22 The Pudding Is in the Proof Rule 23 Build Logical Value Stories Rule 24 Compete on Experience Rule 25 Separate Education and Sales Rule 26 Use Services Strategically Part V Succeeding with Solutions Rule 27 Solution Selling May Suffice Rule 28 Mousetraps Don’t Eliminate Rodent Infestations Rule 29 The Orchestra Has Many Instruments Rule 30 You Don’t Have to Be the Conductor Rule 31 Ecosystems Power Solutions Rule 32 Get Ready, Set, Juggle!

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